INTO YOU: From Lip Mud Innovation to Global Expansion

Slogan: INTO MORE INTO YOU

Brand Profile

• Brand: INTO YOU
• Founder: Huang Siqi (Wen Chong)
• Product category: Makeup
• Location: Shanghai, China
• Founded: 2019
• Target markets: Japan, Southeast Asia and Europe
• Website: INTO YOU

The Story of INTO YOU

Founded on December 31, 2019, INTO YOU is a Chinese fashion beauty brand focused on continuous innovation. It aims to move beyond conventional beauty product formats and develop new approaches to makeup that reflect evolving fashion trends.

In its early days, sustained research and experimentation laid the groundwork for new lip mud textures. These products received a strong response when they entered the market. Starting with lip products, INTO YOU seeks to return to the essence of makeup, create new product categories and highlight the beauty of makeup and modern women.

The Name

The name conveys the idea of “admiring you and walking alongside you.” It expresses the wish that the brand and its fans appreciate one another and move forward hand in hand. This two-way relationship reflects INTO YOU's ambition to accompany consumers and grow together with them.

Brand Journey

• 2019: Founded in Shanghai on December 31.
• 2020: Launched its signature Heroine Lip Mud, introducing the “lip mud” makeup concept.
• 2021: Began its international cross-border business and entered markets across Southeast Asia.
• 2022: Total sales of Heroine Lip Mud reached tens of millions of units, while the product portfolio expanded into eye and face makeup.
• 2023: Launched color trend research with international color authority Pantone; revenue reached RMB 1.6 billion.
• 2024: Expanded its presence in Japanese physical retail channels, including LOFT and Matsumoto Kiyoshi.
• 2025: Established an overseas subsidiary in Indonesia and launched a simultaneous global collaboration featuring giant panda Meng Lan. Cumulative Heroine Lip Mud sales surpassed 68 million units.
• 2026: Its business footprint covered nearly 50 countries and regions worldwide.

Manufacturing Credentials

INTO YOU selects cosmetics OEM/ODM partners with strong color cosmetics manufacturing capabilities. Its partner factories use GMP-standard clean workshops and comprehensive quality control systems. The brand has also built an in-house color research team focused on refining lip makeup textures and developing shades suited to Asian skin tones.

C and C Shanghai International Co., Ltd.

C and C Shanghai International Co., Ltd. is a wholly owned Shanghai subsidiary of South Korea's C&C International Co., Ltd. Founded in 1997, the parent company is a leading Korean color cosmetics ODM specializing in eye gel liners, lip makeup and eyebrow pencils, with established capabilities in formula development and color matching.

The Shanghai subsidiary began operating in 2017, handling client liaison, sample development and order execution for the Chinese market. Its manufacturing system complies with GMPC and ISO 22716 international cosmetics standards. It supplies lip and eyeliner products to INTO YOU.

Flagship Products

01 Shero Super Matte Lip Cheek Mud

This pioneering bestseller helped establish the lip mud category. Its soft mousse-like texture delivers a velvety matte finish with a comfortable, non-drying feel on the lips. It can be used on the lips, cheeks and as an eye tint, with a broad range of shades tailored to Asian skin tones. Cumulative sales have exceeded 68 million units, and the product has become popular among Gen Z consumers in China and overseas.

02 Watery Lip Matt

One of INTO YOU's representative liquid lip products, Watery Lip Matt offers a lightweight, mist-like semi-matte finish with low transfer and comfortable wear. Its fruit-inspired shade range is easy to apply for fresh everyday makeup and has been well received by students.

03 Air Cushion Blush 2.0

This signature face makeup product uses a hydrating cream-gel texture that applies lightly and blends seamlessly without disturbing base makeup. Its color-locking film creates a long-lasting, translucent dewy glow. The shade range suits different complexions, while a custom puff supports easy touch-ups on the go. The product has gained popularity in overseas markets.

Corporate Social Responsibility

Through its “Plan with you” initiative, INTO YOU focuses on women's development and child protection. It provides targeted assistance to disadvantaged groups, supporting women's health and safety education for minors as part of its commitment to care for the wider community.